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Split: the A/B testing tool we built for Webflow

  • ~8KB

    the script that runs tests on the page, gzipped

  • 16

    MCP tools, so AI agents can build tests and read results

  • 3

    test types: A/B, URL split and multivariate

“Every A/B testing tool we tried fought Webflow instead of working with it. So we built one that doesn't.”
Rheed MacPherson Founder

Why we built it.

We build component-driven Webflow sites for marketing teams, and after launch the same question kept coming back: which version of this page actually works better? The testing tools we tried were built for a different kind of site. They swapped page elements with heavy scripts, left both versions sitting in the page, and had no idea what a Webflow component was. So we built Split, the tool we wanted for our own clients.

The Split wordmark, light above and reversed out of black below.
The Split home page on violet: "A/B testing for component-driven Webflow sites."

What we built.

Split is the brand, the marketing site and the product, designed and built by us, Signal Studio. Tests are set up inside Webflow through a Designer Extension, on the components the site already uses: A/B tests, URL split tests and multivariate tests. A small script serves each visitor their version and removes the other from the page entirely, so search engines see one clean page. Results use sequential Bayesian statistics, so they can be checked at any time without false wins. And an MCP server lets AI agents set up tests and read results directly.

Three Split mobile screens on lavender: getting started, what Webflow teams use it for, and GDPR-ready testing. The Split site on a tablet resting on dark concrete.
“Every A/B testing tool we tried fought Webflow instead of working with it. So we built one that doesn't.”
Rheed MacPherson Founder

Who runs it now.

Marketing teams run their own tests in Split, without a developer in the loop. Split launched on the Webflow Marketplace in May 2026 and has paying customers. Autohive was the first: their marketing team runs tests on their live site, and one of their own agents reads the results every morning and reports back.

A Split test-results card on a black and magenta swirl, one variant ahead of the other.

The result.

A product in the Webflow Marketplace, built and run by a small studio, and still shipping. It went through an independent security review, with every issue fixed, and new releases go out as customers ask for them. It also sharpens our client work: we know what a component-driven Webflow site needs to stay testable, because we built the tool that tests one.

Split variant and result panels floating over a grey moire ground.

1 / 5

The Split home page on violet: "A/B testing for component-driven Webflow sites."
Three Split mobile screens on lavender: getting started, what Webflow teams use it for, and GDPR-ready testing.
The Split site on a tablet resting on dark concrete.
A Split test-results card on a black and magenta swirl, one variant ahead of the other.
Split variant and result panels floating over a grey moire ground.

[ Signal Studio - Digital & AI partner ]

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  • Three Autohive app screens on a violet gradient: an efficiency bot, a plan, and the security page. Autohive: a website that keeps pace with their marketing teamAn AI-agent company's first website, built on a component framework their designers, marketers and agents could all work in, so their marketing team builds its own landing pages and updates without waiting on anyone.Read more
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SPLIT.MD SPLIT

# Split: the A/B testing tool we built for Webflow

 

How we designed and built Split, an A/B testing tool for Webflow: a Designer Extension, a lightweight script, honest statistics and an MCP server for agents.

 

- Industry

SaaS / Marketing technology

 

- Service

Brand, product design, web app development, marketing site

 

- Platform

Webflow Designer Extension, Next.js, Supabase

 

- Launched

May 2026, Webflow Marketplace

 

- Built by

Signal Studio

 

 

- the script that runs tests on the page, gzipped

~8KB

 

- MCP tools, so AI agents can build tests and read results

16

 

- test types: A/B, URL split and multivariate

3

 

 

“Every A/B testing tool we tried fought Webflow instead of working with it. So we built one that doesn't.”

 

Rheed MacPherson

 

Founder

 

## Why we built it.

 

We build component-driven Webflow sites for marketing teams, and after launch the same question kept coming back: which version of this page actually works better? The testing tools we tried were built for a different kind of site. They swapped page elements with heavy scripts, left both versions sitting in the page, and had no idea what a Webflow component was. So we built [Split](/tools/split/), the tool we wanted for our own clients.

 

## What we built.

 

Split is the brand, the marketing site and the product, designed and built by us, Signal Studio. Tests are set up inside Webflow through a Designer Extension, on the components the site already uses: A/B tests, URL split tests and multivariate tests. A small script serves each visitor their version and removes the other from the page entirely, so search engines see one clean page. Results use sequential Bayesian statistics, so they can be checked at any time without false wins. And an MCP server lets AI agents set up tests and read results directly.

 

## Who runs it now.

 

Marketing teams run their own tests in Split, without a developer in the loop. Split launched on the Webflow Marketplace in May 2026 and has paying customers. Autohive was the first: their marketing team runs tests on their live site, and one of their own agents reads the results every morning and reports back.

 

## The result.

 

A product in the Webflow Marketplace, built and run by a small studio, and still shipping. It went through an independent security review, with every issue fixed, and new releases go out as customers ask for them. It also sharpens our client work: we know what a component-driven Webflow site needs to stay testable, because we built the tool that tests one.

 

// Signal Studio - Digital & AI partner

## Related case studies

 

- [Fabit: a website that finally shows the work](/case-studies/fabit/)

An Auckland photography and video studio whose website undersold its work, redesigned around the imagery to win architects, interior designers and high-end builders.

 

- [Autohive: a website that keeps pace with their marketing team](/case-studies/autohive/)

An AI-agent company's first website, built on a component framework their designers, marketers and agents could all work in, so their marketing team builds its own landing pages and updates without waiting on anyone.

 

- [Pacific Health: a refreshed brand, website and ordering app](/case-studies/pacific-health/)

One of the largest natural health supplement distributors in New Zealand and Australia, with a brand unchanged since the early 90s. We refreshed it end to end and redesigned their website and ordering app.